Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, announced a pan-European partnership with ALSO, Europe's largest technology provider, to broaden its market reach across the continent. The collaboration, revealed on August 19, 2026, is part of Shelly Group's international scaling strategy and will give the company access to ALSO's extensive network of resellers, system integrators, and professional installers.
The partnership goes beyond simple distribution. It combines product distribution with joint marketing, technical training, and sales enablement initiatives. Shelly's portfolio of smart home and smart building solutions will be available through ALSO's dedicated IoT business and its broad European distribution ecosystem. The cooperation includes technical customer support, technical and sales training, webinars, digital lead-generation activities, participation in industry events, and joint marketing campaigns. These initiatives are designed to support professional channel partners in successfully marketing, deploying, and scaling Shelly solutions across residential, commercial, and smart building applications.
This move complements Shelly's established market position among consumers and its active DIY community by further expanding the company's professional channel across Europe. By broadening access to its solutions through ALSO's extensive European partner network, Shelly is making it easier for installers, system integrators, and resellers to source and deploy its products. The collaboration marks another step in the consistent execution of Shelly's long-term international scaling strategy.
Wolfgang Kirsch, Co-CEO of Shelly Group, emphasized the importance of the professional market as a growth driver. "The professional market is becoming an increasingly important growth driver for Shelly," he said. "ALSO's strong European channel organization enables us to make our solutions more accessible to installers, system integrators, and resellers while complementing the vibrant community that has always been at the core of the Shelly ecosystem. Together, we are strengthening another important pillar of our long-term international growth strategy."
The partnership is significant because it positions Shelly to tap into the growing demand for smart building solutions in the professional sector. As the Internet of Things (IoT) continues to expand, professional installers and system integrators are key to deploying these technologies in residential and commercial buildings. By leveraging ALSO's distribution network and support services, Shelly can accelerate its growth in Europe and better compete in the smart building market.
Shelly Group develops, designs, and distributes IoT and smart building solutions for DIY and professional users, offering advanced technology, seamless interoperability, and a high degree of technological flexibility. Shelly products enable remote control and automation as well as energy management of electrical appliances and smart building solutions via smartphones, PCs, or third-party home automation systems. In addition to device sales, the company generates revenue from its cloud applications. Shelly benefits from asset-light production through contract manufacturers and has a strong presence in German-speaking countries, with products represented in more than 100 countries.
The company has sales organizations in DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China. Shelly Group SE is listed on the Bulgarian Stock Exchange and on the regulated market (Prime Standard) of the Frankfurt Stock Exchange (XETRA: SLYG) and is included in the SDAX. For more information, visit NewMediaWire.
